THE ROLEWe're looking for a driven, hands-on operator to own and scale the AG1 TikTok Shop and Trybe Program. This role will oversee the P&L for TikTok Shop, from storefront and merchandising to agency management, creator/affiliate strategy, and LIVE commerce. This role will also lead Trybe end to end, including the VIP tier, retainer program, content approvals, and paid strategy. This role sits on the Growth team, reporting to the VP of Partnerships.
This role combines program execution, strategic planning, and creator relationship building to grow creator commerce at AG1. You will track GMV, affiliate GMV, and program economics, using those insights to guide investment decisions and see the impact of your work in measurable results. The key measure of success is scaling TikTok Shop into a dominating growth channel while building a creator community that consistently produces high-performing and on-brand content.
WHAT YOU'LL DOTiktok Shop:- Oversee the TikTok Shop P&L, balancing commission spend, product seeding, agency fees, and LIVE production costs against GMV and targets.
- Own agency management for TikTok Shop, holding external partners accountable to GMV, creator activation, and content-output goals.
- Own the TikTok Shop storefront and merchandising strategy - pricing, promotions, product mix, and catalog/inventory sync to maximize conversion and discovery.
- Lead the affiliate and creator strategy for TikTok Shop, from recruitment and onboarding through activation and ongoing relationship management.
- Drive creator outreach and prospecting, building a pipeline of high-performing creators and affiliates across tiers.
- Design and run creator incentives and challenges (tiered bonuses, campaign contests) that drive content volume and quality.
- Own creator GMV performance, tracking creator-level conversion and sales metrics and reallocating investment toward top performers.
- Oversee product seeding strategy, matching sample allocation to creator tier and campaign priority to maximize content and sales lift.
- Own LIVE commerce - livestream strategy, scheduling, host/creator selection, and post-stream performance analysis.
- Bring deep TikTok Shop platform fluency (Seller/Affiliate Center, Shop ads, discovery mechanics) to unlock new growth levers.
- Operate as AG1's in-house GMV expert - forecasting, diagnosing, and troubleshooting performance across the funnel.
- Own commission and incentive architecture for the channel, setting and iterating rates to protect margin while maximizing creator output.
Trybe:- Own the AG1 Trybe creator community, setting community strategy, tone, and standards across every creator touchpoint.
- Lead creator engagement across the community: onboarding, check-ins, recognition, and retention of top talent.
- Amplify the creator community across activations, social and other community platforms to drive brand awareness, engagement and ultimately acquisition.
- Oversee the commission and incentive structure for Trybe creators, keeping compensation competitive and aligned to performance and brand goals.
- Operate the top-tier VIP program: selection criteria, exclusive perks and access, and hands-on relationship management for AG1's highest-value creators.
- Oversee the retainer program, from deal structuring and negotiation through deliverable tracking and renewal.
- Lead content approvals, ensuring creator content meets brand, claims, and compliance standards before it goes live.
- Own and apply paid media insights to coach creators on content and to make informed approve/reject calls.
- Identify, propose, and own AG1's expansion into any new and emerging creator commerce channels leading strategy and execution end to end.
WHAT WE'RE LOOKING FORQualifications:- Proven track record running and scaling a TikTok Shop - owning P&L, GMV, and affiliate growth.
- Deep, hands-on knowledge of running a creator/affiliate program on TikTok Shop: commission structures, seeding, and LIVE commerce.
- Experience owning a P&L and trading off commission, seeding, agency, and production spend against margin and growth targets.
- Track record building and running creator or affiliate communities at scale, including tiered/VIP and retainer programs.
- Strong agency management experience - evaluating, negotiating with, and holding external partners accountable to performance.
- Comfortable reading paid media and content performance data to coach creators and make content approval calls.
- Excellent negotiator, equally effective with creators, agencies, and internal stakeholders.
- Highly analytical; fluent in GMV, TAC/CAC, and conversion metrics, with judgment to prioritize the highest-leverage levers.
- A GM mindset - comfortable owning outcomes end-to-end and moving fast in a fast-changing platform environment.
- Excellent written and verbal communication skills; comfortable presenting program performance to leadership.
WHAT'S IN IT FOR YOU?- Competitive compensation and performance-based incentive plans.
- A 100% remote working environment (excluding Laboratory positions), which has been implemented from day one.
- A strong company culture that is enforced through the hiring process to ensure values alignment and a highly collaborative team.
- A mission-driven approach to everything that we do, with an overall goal to significantly improve our customers' health and wellness.
- A high-growth, dynamic environment with opportunities for your direct impact to be felt.
- Paid holidays, company-wide reset and reflect days, and unlimited PTO (based on your country of residence).
- In-person team meetups for optimal collaboration, team building and accelerating productivity.
- A work environment and culture that is based on high performance, productivity and continuous improvement.
- The opportunity to work with passionate, high-growth, business-minded colleagues who bring their all to our mission each and every day.
- Access to AG1 products and branded swag.
- Monthly telecom stipend to offset some of the costs of home internet/wifi for eligible team members.
- All other benefits and insurances as required by law, based on your specific country of residence.
AG1 is dedicated to providing equitable and competitive compensation & benefits packages. For this particular role, the base salary range is $115,000.00 - $130,000.00 and will ultimately be decided at the offer stage, based on an individual candidate's level of skills and experience aligned with the needs of this role. Base salary is one component of total compensation for this position. We provide a competitive mix of base salary, performance bonus, and stock option allocation for eligible roles.
